QUÉ ES
Trading up hace referencia al comportamiento de consumo polarizado y selectivo que implica pagar más por determinadas categorías que el consumidor considera importantes para él.
OPCIONES DE TRADING UP
- Crear una marca nueva en mercados donde no existe el segmento selectivo.
- Lanzar una nueva línea superior dentro de una marca ya existente.
- Hacer el upgrade de una marca existente
EJEMPLOS DE TRADING UP
Creación nuevas marcas
Starbucks.
Marcas selectivas agua embotellada.
Nespresso
Taxi Mercedes
Nuevas líneas en marcas ya existentes
Chivas 20 años
Ultimate de Lancaster
Upgrade marcas ya existentes
LG
Victoria Secret.
Para que una categoría se defina de nuevo lujo o trading up debe darse las siguientes condiciones:
- Democratización del lujo. Los consumidores pertenecen a cualquier clase social y nivel de ingresos.
- Polarización de consumo. El mismo consumidor adquiere productos de precio bajo en otras categorías que considera secundarias.
- Implicación emotiva. Los consumidores crean un vínculo emocional mucho más fuerte que con cualquier otro producto.
- Accesibilidad. Los productos inicialmente pertenecen a categorías accesibles y de consumo masivo.
REASON WHY
Oportunidades como respuesta a cambios en la actitud del consumidor.
- Los cálculos de valor que hacen los consumidores son menos previsibles que hace 10 años porque no está en consonancia con los ingresos o las características demográficas. Ni los ricos que ahorran son tacaños ni las personas con ingresos bajos que gastan son derrochadoras.
- La gente tiende a comprar los productos basándose en sus gustos y no en sus ingresos.
- Cambio de actitudes. Antes un portero conducía un Mercedes para demostrar que tenía clase. Ahora alguien con un Mercedes compra en Mercadona para demostrar lo avispado que es.
Oportunidades como respuesta al desarrollo de la sociedad.
- La educación lleva a una mayor sofisticación del consumidor.
- Los solteros crecen en número y suelen hacer un mayor gasto en ellos al no tener cargas familiares directas.
- Las mujeres están equiparando su salario a los hombres y se incrementa el poder adquisitivo de las familias.
- Las personas mayores gastan más en sí mismos que los de generaciones anteriores.
- La experiencia cliente cada vez tiene mayor peso en la toma de decisiones de compra.
- La gente piensa más en el corto plazo y ellos lleva a aprovechar más los placeres que la vida ofrece.
Oportunidades como respuesta a los nuevos retos de la sociedad actual.
- Reducir el nivel de estrés.
- La competitividad laboral y las tensiones están creciendo. El consumidor busca momentos de satisfacción como premio para compensar situaciones difíciles en su vida diaria.
- Marketing personal. Reconstruir mi imagen.
Amenazas del Trade que se convierten en oportunidades.
- Diversificación del negocio.
- Huir de la lucha por el precio más bajo.
Debilidades de las marcas líderes
Necesidad de fortalecer el liderazgo de marca solventando los problemas colaterales asociados al mismo:
- El Trading up es una manera de sorprender.
- Ahora el consumidor tiene expectativas más altas. El Trading up puede ser una respuesta.
CLAVES DE ÉXITO DEL TRADING UP
El precio afecta a la demanda. Un precio más alto tiene que ir ligado a una mayor calidad.
Innovación. Los competidores reaccionan rápido. Tenemos que innovar. El ciclo de vida de los productos cada vez es más corto.
Información. El consumidor está cada vez mejor informado. Son inteligentes y ellos deciden.
Segmentación. Se puede definir diferentes categorías de producto para diferentes clientes. Lujo no es sinónimo de altos ingresos aunque hay que definir un core target al que dirigir una estrategia diferente del resto. Los segmentos demográficos no son los tradicionales.
Coherencia. Aunque se amplíe la oferta y se hagan segmentaciones diferentes se debe evitar los mensajes confusos y desdibujar la imagen de marca.
No hay amar nuestros productos. Mantengamos la cabeza fría y la racionalidad. Trabajemos por hacerlos cada vez mejores.
Controlar las unidades que ponemos en el mercado.
Calidad de ejecución. Es mejor hacer poco pero bien.
Es un concepto integral. No es sólo un producto. Es algo más que Marketing.
ESTRATEGIA DE INTRODUCCIÓN
La estrategia de introducción del Trading up en el mercado es diferente a otros productos y requiere herramientas adaptadas. 3 pilares.
- Distribución
- Expresión de la marca en el lugar de compra / consumo.
- Marketing de influencia.
Distribución
- La selección del lugar de compra / consumo es clave en la comunicación de la marca.
- Puede implicar buscar canales alternativos.
- Posibilidad de distribución a través de tiendas propias.
- Si la distribución es a través de terceros, el partner debe adherirse y comulgar con los estándares de consistencia.
Expresión de la marca en el lugar de compra / consumo
Una historia
- Crear una historia de marca que transmita la esencia y valores de la misma.
- Verbalizar dicha historia para que pueda ser transmitida.
- Visualizar dicha historia con elementos tangibles.
Una experiencia de compra
- Definir experiencia de compra.
- El consumo / la compra es en sí mismo una experiencia llena de rituales.
- Diversión. Diseños de espacio cambiantes. Mundos temáticos.
- Lugar de expresión del ‘’uso’’ del producto no sólo como lugar de ‘’compra’’.
El mundo de lo deseado
- Selectividad. Espacios exclusivos y personalizados dentro de una misma superficie de venta.
- Descubrimiento. La idea de descubrir.
- Ambiente halagador y atrayente.
- Despertar emociones.
- El concepto de especialización.
- Los pequeños detalles
Una compra de valor
- Prescripción. Dar información del producto.
- Visibilidad y disponibilidad es clave en el lugar de compra. La decisión de pagar más se toma en el punto de venta. Una persona no sale de casa diciendo: ‘’hoy voy a comprar más caro’’.
Marketing de influencia
- Buscar canales de comunicación que supongan un contacto directo con el consumidor.
- La importancia de los líderes de opinión como mecanismo de transmisión de marca.
- Uso de RRPP como herramienta de comunicación.
- Retroalimentación por parte de los consumidores. Comunicación directa con ellos.
- Vínculo con mercados afines que potencian mi marca.
Recibe en tu mail los nuevos contenidos.
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